Earned Media and the Role of Finance in the 2024 Presidential Campaigns

Cayce Myers examines one of the most unusual presidential elections in the history of U.S. politics as a case study of what funds alone cannot achieve. Rethinking precedent in the context of modern campaign tactics, Myers demonstrates the shifting nature of political campaigning and the media in the 2020s. Although candidates have traditionally prioritized funding, the 2024 U.S. presidential election upended existing strategic norms as Kamala Harris conceded despite both outraising and outspending Donald Trump. As Trump’s campaign found success in emphasizing alternative media outlets such as podcasts and leveraging unscripted, viral moments, the growing power of earned media and importance of dominating the media narrative now present a significant challenge to longstanding campaign approaches. With these “new rules” now in play, Myers provides an updated account of the current political reality of government and campaigning in the United States.